Sony to sue over Change4Life UK ad?

Written by Joe Martin

March 10, 2009 | 12:24

Tags: #sue

Companies: #sony

Sony has voiced a possible intention to pursue legal action against the Change4Life campaign in the UK after a new advertising scheme apparently points the finger at videogaming as a major cause of health issues.

Sony apparently feels that it is being singled out by the campaign too, which shows a controller being used by a young boy alongside text that reads 'Risk an early death, just doing nothing'. The controller bears a remarkable resemblance to a PS3 controller.

The Change4Life campaign is a new scheme that attempts to tackle the issue of child obesity, diabetes, heart disease and cancer. It has been using a run of national magazine adverts to try and promote an active lifestyle in children.

Sony is apparently worried however that the campaign is drawing a direct correlation between the PlayStation and these health-issues, as although the controller depicted is apparently not an official Sony controller, it does bear a resemblance. Check out the full advert here.

According to MCV Sony may be looking to pursue legal action on the basis that the controller patent may be infringed, as the advertising agency did not seek permission to use the controller in the advert.

Is Sony over-reacting, or is the company right to object to the way the advert draws a relationship between games and poor health? Let us know what you think in the forums.
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